Design Bridge (2016)Rawr

Art Direction | D&AD New Blood 2016 Entry • Wood Pencil

Rawr doesn’t just tell you to feel empowered. It’s a line of beauty products that actually shows you how. Rawr was born from the belief that lipsticks should help you conquer boardrooms, not bedrooms. That primers should prime confidence, not self-doubt. That eyeliners should help give you vision and insight, not just party eyes.

Rawr actually gives you the tools to achieve roaring success and confidence, from within. Because we believe that the role of beauty products isn’t to tell people to hide their flaws, but rather to grow and highlight their strengths. Rawr returns the ownership of confidence back to the person by highlighting strengths within. And it’s more than just branding.

​We plan to build an entire company based on this philosophy, from tools that actually help people gain rawring success, the way we distribute our goods, our ads, to even how we measure success in our annual reports.